Q3 advertising trends, insights into advertising on the five major traffic platforms!

The third quarter of 2019 has just passed. What trends are shown in advertising on different traffic platforms? Which are the key investment industries? Which top App advertisers are aggressively competing for traffic? Which categories are hotly promoted in direct-operated e-commerce?

This article selects five major mainstream mobile advertising platforms, namely Tencent Advertising, ByteDance, Baidu Information Flow, Baidu Baiyi and Sogou Xingyao, and starts from the aspects of advertising overview, advertising copywriting, Top 10 App advertising amount rankings, and the proportion of advertising in the top 5 direct e-commerce industries, to decipher the advertising trends of each mainstream traffic platform in Q3.

Note: The data mentioned in this article are all derived from mobile advertising intelligence tracked by App Growing. The number of advertisements and the amount of advertisements (estimated) are used as the basis for judging the intensity of advertising. They are not completely equivalent to actual consumption and are for reference only.

1. Insights into Massive Engine Delivery

To further analyze the distribution of advertisers in different industries, we intelligently classify landing page materials based on AI technology, and subdivide them into event promotion (promoting brands or events, collecting and attracting phone calls and consultations through forms), application promotion (landing pages guide the download of a certain App), and e-commerce promotion (landing pages are for the sale of a certain product, such as second-tier e-commerce or the sale of goods on e-commerce platforms such as Taobao and JD.com), and the same below.

Among the advertisements placed by ByteDance in Q3, advertisements for the purpose of e-commerce promotion accounted for the largest proportion, reaching 46.95%, event promotion advertisements accounted for 27.03%, and application promotion advertisements accounted for 26.02%. Clothing, shoes and bags, skin care and beauty, games, culture and entertainment, and education and training were the top five industries in terms of the number of advertisements on the platform.

From the word cloud chart of advertising copy, we can see that "free", "game", "wife", "girlfriend" and so on are high-frequency words in the advertising copy of this platform.

Based on App Growing’s advertising algorithm, we estimated the advertising spending of each tracked app and compiled the top 10 gaming and non-gaming apps in terms of advertising spending in Q3 on Bytedance. The same applies below.

Toutiao, Youku and TikTok were the key app advertisers of Bytedance during Q3, ranking among the top three non-game apps in terms of advertising spending (estimated). The legendary mobile game "Blue Moon Supreme Edition" has a relatively strong advertising campaign, taking the top spot in the game list in terms of advertising spending (estimated).

Bytedance is one of the mainstream platforms for direct-operated e-commerce companies to place advertisements. In the platform's direct e-commerce advertising in Q3, the top five industries in terms of the number of advertisements were clothing, shoes and bags, daily necessities, culture and entertainment, digital home appliances, and catering and food industries, with clothing, shoes and bags accounting for a prominent proportion, reaching 43.85%.

2. Tencent Advertising Insights

Among the advertisements placed by Tencent Ads in Q3, those for application promotion accounted for the largest proportion, reaching 45.13%, followed by event promotion ads at 28.26%, and e-commerce promotion ads at 26.36%. Culture and entertainment, finance, apparel and shoes, education and training, and games were the top five industries in terms of the number of advertisements on the platform.

"Alipay", "red envelope" and "mobile phone" are high-frequency words in the platform's advertising copy. Further investigation of the advertising copy revealed that during Q3, Alipay vigorously promoted Alipay red envelopes on the Tencent advertising platform, with copy such as "Download Alipay to receive Alipay red envelopes!".

Among the top 10 apps with the highest advertising spending (estimated) on Tencent’s advertising platform, Kuaishou, Pinduoduo, and Qimao Free Novels are ranked high, and most of the apps on the list are short video, reading information, and social apps. The games "Retro Legend" and "NBA Basketball Masters" also performed relatively strongly, ranking first and second in the amount of game app advertising (estimated).

Among Tencent Advertising's direct-operated e-commerce advertisements during Q3, the top five industries in terms of the number of advertisements were consistent with those of Bytedance, namely clothing, shoes and bags, catering and food, daily necessities, culture and entertainment, and digital appliances, with clothing, shoes and bags accounting for 39.54%.

3. Insights into Baidu Information Flow Distribution

During Q3, Baidu's information flow platform focused on event promotion ads, accounting for 88.71% of the total number of ads, while education and training, investment and franchising, gaming, finance, and home furnishings were the top five industries in terms of the number of ads on the platform.

"Free", "franchise", "agent" and other high-frequency words are used in its advertising copy, which shows that investment and franchise advertisements are strongly placed on Baidu's information flow advertising platform.

Among the top 10 advertising platforms with the highest amount of advertising investment in Baidu’s information flow (estimated), Pinduoduo, Duizhuang Jade and Qijiawang ranked in the top three. The large-scale Xianxia game "Douluo Dalu" has been strong in grabbing the market share and ranks first in the game app advertising amount (estimated). The legendary game "Dawn: Miracle MU" and the card game "Chaos Jianghu" also followed closely and ranked second and third.

The catering and food, clothing, shoes and bags, digital appliances, culture and entertainment, and skin care and beauty industries ranked in the top five in terms of the number of advertisements on the platform during Q3, with the catering and food advertisements accounting for 36.07%.

4. Baidu Baiyi advertising insights

During Q3, the proportion of advertisements for event promotion on the Baidu Baiyi platform landing page ranked first, reaching 96.18%, while application promotion and e-commerce promotion accounted for a relatively small proportion. Games, education and training, skin care and beauty, medical health, and finance are the top five industries in terms of the number of advertisements on the platform, among which the gaming industry accounts for the largest proportion of advertisements, at 17.47%.

During Q3, words such as "mobile phone", "game", "download" and "franchise" were high-frequency words in advertising copy, which suggests that the investment and franchising industry has invested heavily in advertising on this platform.

Among the top 10 advertising expenditures (estimated), Pinduoduo, Duizhuang Jade and Baidu ranked in the top three. The card game "The Sixth Heaven Demon King" and the fairy-tale game "Swordsman: Immortal World" are at the top of the game apps.

5. Insights on Sogou Xingyao Advertising

The platform's landing page has a high proportion of event promotion advertisements, accounting for 97.75% of the total number of advertisements, while application promotion and e-commerce promotion account for a relatively small proportion. Education and training, investment and franchising, finance, travel and accommodation, and culture and entertainment are the top five industries in terms of the number of advertisements on the platform, with education and training accounting for a relatively high proportion, reaching 23.08%.

"Franchise", "product", "mobile game" and other words are high-frequency words in the platform's advertising copy. Franchise and legendary game advertisements are more common on the Sogou Star Advertising Platform.

"3733 Game Box", "Little Red Book" and "Yuancheng Period Loan" ranked the top three in the advertising amount list of non-game apps on Sogou Star Platform. Among them, Xiaohongshu invested heavily in the Android platform in July, so it ranked high overall in Q3. The intensity of advertising investment dropped sharply in August and was basically suspended in September. The Xianxia game "Peerless Tianzun" topped the game rankings.

Author: AG Dragon Brother

Source: App Growing